THE EFFECT OF DIGITAL MARKETING AND LEARNING ORIENTATION ON MARKETING PERFORMANCE: MEDIATING COMPETITIVE ADVANTAGE

Ardy Fimansyah (Universitas Wisnuwardhana Malang)
M. Taufiq Noor Rokhman (Universitas Wisnuwardhana Malang)
Novita Rifaul Kirom (Universitas Wisnuwardhana Malang)

Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Vol. 6 No. 2 (2026): Multidiciplinary Output Research For Actual and International Issue

This study examines how digital marketing, market orientation, and competitive advantage enable batik MSMEs in Proppo Sub-District, Pamekasan Regency, enhance their marketing performance using a resource-based viewpoint. The research population, which was chosen using a census sampling technique, consists of 59 MSME batik business players who use digital marketing. The data was analysed using partial least squares (PLS) modelling of variance-based structural equations. The results show that digital marketing and market orientation greatly increase competitive advantage, which enhances marketing performance.